NEWS7 May 2010

Simmons and Affinity challenge for magazine measurement supremacy

New business North America

US— Research agencies Simmons and Affinity are looking to steal some thunder from Mediamark Research, the dominant player in magazine audience measurement, with a new syndicated print planning tool.

The joint offer from the two companies will see data from Simmons’ National Consumer Study (NCS) integrated with Affinity’s American Magazine Study (AMS) in an attempt to provide a more rounded picture of the attitudes and behaviours of readers of specific magazine titles.

NCS surveys 25,000 adults annually about their lifestyles, attitudes, purchase habits and media usage, while AMS produces audience estimates for some 150 publications through fielding web surveys to more than 22,000 individuals.

Affinity managing director Tom Robinson said: “Our joint offering will deliver a level of detail that today’s power media planner needs to effectively plan and buy print at a price point that is sensitive to today’s print research budgets.”